Boody - Bamboo Eco Wear

Name

Boody - Bamboo Eco Wear

Legal name

Boody

Website

https://boody.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sustainable Apparel & Eco-Friendly Intimates

NAICS

Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Bamboo apparel
• Sustainable underwear
• Wire-free bras
• Eco-friendly basics
• Seamfree intimates

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Boody generates revenue through direct-to-consumer sales of bamboo viscose apparel (bras, underwear, loungewear, clothing, socks, babywear) via its owned e-commerce storefronts across multiple regional domains (Australia, US, UK, Europe, Canada, New Zealand). Products are sold at fixed retail price points in multiple size and color variants.
2. Wholesale / Stockist: Boody operates a wholesale program enabling third-party retailers (stockists) to carry its product range, as evidenced by dedicated wholesale ordering portals and 'Become a Stockist' pages.
3. Loyalty Program / Store Credit: Boody's loyalty program 'The Lounge' allows customers to earn points on purchases (200 points = $10 at checkout), refer friends for mutual rewards, and send/receive store credit. These mechanisms drive repeat purchase revenue and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Boody designs, manufactures, and sells bamboo viscose apparel — including bras, underwear, shapewear, sleepwear, clothing, socks, and babywear — primarily through its direct-to-consumer e-commerce storefronts in Australia, the US, the UK, Europe, Canada, and New Zealand, with an additional wholesale program for third-party stockists. The portfolio is built on proprietary bamboo-based fabric platforms (Bamboo Seamfree, FreeMesh®, LYOLYTE®) and targets everyday comfort wear under a sustainability-first, inclusive-sizing proposition.

Product overview

Boody is a bamboo-based apparel brand offering sustainable everyday essentials across women's, men's, and baby's categories. The product portfolio centers on bamboo viscose fabric technology with three distinct fabric lines: Bamboo Seamfree (signature seamfree construction), FreeMesh® (breathable mesh with recycled nylon), and LYOLYTE® (lightweight lyocell). Core offerings include women's bras (wire-free T-Shirt Bras, Full Bust Bras, Bralettes, Crop Bras, Maternity Bras), women's underwear (Briefs, Bikinis, G-Strings, Undershorts), Period & Leak Proof underwear, Shapewear, Sleep & Loungewear, women's clothing, men's essentials, babywear, and socks. The company operates on a DTC e-commerce model with Shopify, supplemented by wholesale distribution. Value-added services include a loyalty rewards program (The Lounge), sustainability recycling initiative, comfort guarantee, and frontline worker discount program.

Differentiator

Problem solved

Functional benefit

Brands

• FreeMesh®: Breathable bamboo viscose mesh collection blended with recycled nylon, featuring bras and underwear with natural breathability and moisture-wicking properties.
• LYOLYTE®
• Bamboo Seamfree

Products and services

• Women's Bras Wire-free bamboo bras covering multiple styles (T-Shirt, Full Bust, Bralette, Crop, Racerback, Maternity, Low Back, Padded) for women seeking everyday comfort and support without underwire, in inclusive sizes AA–F cups and XS–4XL bands.
• Women's Underwear Bamboo viscose underwear in multiple silhouettes (Full Briefs, Classic Bikini, Midi, G-String, High-Cut, Boyleg, Brazilian, Hipster, Undershorts) for women seeking soft, breathable everyday essentials.
• Period & Leak Proof Underwear Bamboo underwear with built-in leak protection for menstrual care, available in Full Briefs, Classic Bikini, Hipster Bikini, G-String, and Undershorts in various absorbency levels.
• Shapewear Shaping bamboo underwear (Shaper High Waist G-String, Shaper High Cut Full Briefs, Shaper Long Undershorts) providing light smoothing and support under clothing.
• Sleep & Loungewear Bamboo pyjamas, robes, and sleep sets designed for soft, breathable sleep and lounge wear.
• Women's Clothing Bamboo viscose clothing including tops, T-shirts, dresses, jumpsuits, bodysuits, base layers, bottoms, and Bamboo Tech Sweats for women's everyday wear.
• Men's Collection Men's bamboo essentials including boxer briefs, briefs, boxers, T-shirts, long sleeve tops, singlets, tanks, base layers, bottoms, sweats, and socks.
• Babywear Bamboo baby clothing including rompers, bodysuits, tops, bottoms, socks, and accessories, with matching mum and baby sets, designed for soft, chemical-free wear on sensitive baby skin.
• Socks Bamboo socks in no-show, ankle, crew, and knee-high lengths across thin, cushioned, and thick thicknesses, available in men's and women's styles.
• FreeMesh® Collection Breathable mesh underwear and bras blending bamboo viscose with recycled nylon, featuring natural micro-gaps for airflow and moisture-wicking.
• LYOLYTE® Collection Lightweight bamboo lyocell underwear and bras with wire-free, seam-free construction delivering an ultra-light, barely-there sensation for everyday wear.
• Sky Blue Limited Edition Collection Limited-edition six-piece Sky Blue collection of women's bras and underwear in a sky blue colorway, available in sizes XS to 4XL.
• Emerald Green Collection Women's underwear and bras in a jewel-tone emerald green colorway.
• Plus Size / Extended Sizing Collection Extended-size bras, underwear, and clothing from XS to 4XL, co-designed with plus-size customers to deliver inclusive fit, particularly in cup sizes D–F.
• Wholesale Program B2B wholesale program enabling third-party retailers and stockists to carry Boody's bamboo essentials range, with a dedicated ordering portal and 'Become a Stockist' intake.

Quantifiable outcome

• 4x softer than cotton
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

One partnership is on record.

• Rivo (Loyalty Platform)coreTechnology or IntegrationBoody uses Rivo's loyalty and customer engagement platform to power its 'The Lounge' rewards program, enabling point earning, referral tracking, store credit transfers, VIP tier management, and customer account functionality across its e-commerce storefronts.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MeUndies: MeUndies is a subscription and DTC underwear/loungewear brand offering inclusive sizing and comfort-first basics. Comparable product categories (underwear, loungewear, socks), DTC + membership/loyalty program, and direct US/online consumer targeting.
• Knix: Knix is a Canadian DTC intimates and leakproof underwear brand with strong direct-to-consumer and wholesale channels. Direct overlap on Boody's Period & Leak Proof category, inclusive sizing, and DTC infrastructure.
• Ettitude: Ettitude is a sustainable DTC brand built on bamboo lyocell (their proprietary CleanBamboo® fabric), selling bedding, sleepwear, and loungewear. Directly comparable to Boody's LYOLYTE® lyocell line and bamboo-first brand identity.
• ThirdLove: ThirdLove is a US DTC bra and intimates brand specializing in wireless, half-cup sizing, and extended size range. Comparable product focus on inclusive cup sizing, wire-free design, and direct-to-consumer bra category leadership.
• Wama Underwear: Wama Underwear makes hemp and sustainable underwear, sleepwear, and basics for men and women via DTC. Closest direct competitor to Boody's plant-fiber sustainable intimates positioning and inclusive size philosophy.
• Parade: Parade is a digitally native intimates brand selling sustainable, inclusive underwear, bras, and sleepwear direct-to-consumer. Closely comparable category mix, sustainability narrative, and DTC-first GTM targeting Gen Z/millennial consumers.
• Cariloha: Cariloha is a bamboo-based apparel, bedding, and bath goods brand operating a multi-region DTC model with physical retail stores. Mirrors Boody's bamboo viscose product positioning, retail/wholesale hybrid channel mix, and sustainability-led marketing.
• TomboyX: TomboyX is a DTC intimates and apparel brand focused on inclusive sizing (XS-4XL), gender-inclusive marketing, and sustainable basics. Highly comparable to Boody on inclusive-size strategy, DTC-first distribution, and everyday essentials product mix.

Broad incumbents

• Bonds (Pacific Brands): Bonds is Australia's largest heritage underwear, socks, and essentials retailer with nationwide mass-market distribution. Overlaps heavily with Boody's product categories (bras, underwear, socks, babywear) and Australian market geography as the dominant incumbent.
• Berlei: Berlei is an Australian heritage intimates specialist (bras, briefs, shapewear) owned by Hanes Australasia. Direct incumbent competitor in Boody's core women's bra and shapewear categories within the same primary geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/boodyecowear
• Instagraminstagram.com/boody
• TikToktiktok.com/@boody
• LinkedInlinkedin.com/company/boody

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Boody - Bamboo Eco Wear